Understanding the purchase intention of vape devices amongst young adults in Kuala Lumpur, Malaysia

Vape Devices have become the forefront of the lives of young adults. Since vaping was introduced to counter the harmful elements of tobacco-afflicted traditional-based cigarettes, the popularity of vaping as a healthier alternative has been undeniably rising. Buyers, especially younger consumers, seem to purchase vape devices at a higher rate, as it allows them to be assured that there is a healthier alternative to their addiction woes. In Kuala Lumpur, being an urban playground, the purchase of vape-related products has risen over the past years. As more young adults seem to purchase vape products due to their newly minted financial freedom, the purchase intention of these consumers has risen, causing various marketing efforts to be designed to target these groups. However, little research has been done into the purchase intention of these products in urban areas in the heart of Kuala Lumpur. This study adapts the Theory of Planned Behavior to understand the purchase intention of young adults for vape devices. The three independent variables in this study that are proposed to influence the purchase intention of young adults towards vape products are mainly Perceived Behavioral Control, Attitude, and Subjective Norm. The data was further sampled using the Convenience sampling method, using a 5-item Likert scale for respondent data analysis. The validity and reliability of the questionnaire items were further confirmed using statistical methods, namely Average Variance Extracted, Composite Reliability, and Cronbach’s Alpha. Hypotheses testing used the AMOS SPSS (v.24) software to tabulate the results via Confirmatory Factor Analysis. Based on the results tabulated, it is shown that Subjective Norms and Perceived Behavioral Control influence the purchase intention of vape devices among young adults in Kuala Lumpur. The results support that younger adults often crave belonging to their social surroundings, allowing their social hierarchy to dictate their buying behavior. It is further suggested that the future of vaping in Malaysia will most likely be determined by marketing strategies and market adaptability to suit diverse changes in buyer behavior.